Fried Chicken Frenzy: A Familiar Formula Reheated

The latest Netflix announcement, Big Chicken: A Fast Food Conspiracy, has left many scratching their heads. Mo Gilligan’s 28-day experiment, in which he consumes nothing but fried chicken, bears a striking resemblance to Morgan Spurlock’s infamous Super Size Me documentary from 2004. While the new film aims to “expose the hidden costs behind our cravings,” it’s hard not to feel like we’re witnessing a retread of familiar territory.

The production company Mindhouse, responsible for the recent Louis Theroux: Inside the Manosphere documentary, seems to be banking on the same formula that made Super Size Me a hit. However, there are some new elements at play in Big Chicken. Mo Gilligan’s personal connection as a Black British comedian adds a unique perspective on the cultural appropriation and advertising surrounding fried chicken. His journey takes him from South London to the United States, allowing for a more nuanced exploration of the dish’s historical origins and its impact on our health, planet, and eating habits.

The documentary’s marketing materials highlight Gilligan’s goal of reframing perceptions of fried chicken by confronting negative stereotypes associated with it. This is a crucial aspect of the story, as the way we consume and portray food has significant social implications. By examining how fried chicken has been culturally adapted and advertised in today’s market, Big Chicken aims to shed light on these complex issues.

A closer look at the film’s marketing materials reveals that Gilligan visits fast-food chains in South London, where he encounters a diverse range of reactions to fried chicken. He speaks with local vendors who sell fried chicken as a staple food, and also interviews consumers who have strong emotional attachments to the dish. This approach allows for a more nuanced exploration of the cultural significance of fried chicken.

The fact that Big Chicken follows so closely on the heels of Morgan Spurlock’s work raises questions about originality and innovation in documentary filmmaking. While it’s understandable that filmmakers might draw inspiration from previous projects, it’s essential to bring something new to the table when tackling such significant topics. The comparison between Big Chicken and Super Size Me highlights the evolution (or lack thereof) in the way we approach these issues.

Spurlock’s own work on this topic, including his documentary series and pop-up restaurant venture, Holy Chicken!, showcased a willingness to engage with the fast-food industry in creative ways. However, it’s worth considering whether this approach can be seen as more of a publicity stunt than a genuine attempt at change. The fact that Spurlock passed away just last year due to complications related to cancer serves as a poignant reminder of the human cost behind our food choices.

Mo Gilligan’s experiment is set against the backdrop of a global fast-food industry worth hundreds of billions of dollars. As he navigates the complex web of advertising, marketing, and cultural appropriation surrounding fried chicken, he raises important questions about the role of media in shaping our perceptions of food. Will Big Chicken offer any new insights into our relationship with fried chicken, or is it simply another iteration of a familiar formula? Only time will tell.